India, April 2025: In an era where the world was turning its back on tradition, one entrepreneur chose to return to it—and reimagine it for the modern age.
Samrath Bedi, Managing Director of Forest Essentials, left behind a high-flying career in corporate banking in New York to return to India and join his mother’s humble skincare venture. What began with handmade candles and soaps in a small garage in Rishikesh would soon blossom into India’s most iconic luxury Ayurveda brand, and a global ambassador of rooted, conscious beauty.
In Episode Six of The Rockford Circle, Bedi shares his remarkable journey—a blend of instinct, belief, and strategic thinking. Forest Essentials didn’t just sell beauty products. It sold a belief system—one that found its perfect balance between India’s ancient wisdom and the modern world’s appetite for quality, authenticity, and aesthetic elegance.
The Early Days: A Leap of Faith
When Samrath joined the business in 2000, Ayurveda was far from trendy. The products were handmade, distribution was limited, and consumers were still hooked on synthetic beauty. But his mother’s deep-rooted passion, paired with Samrath’s process-driven vision, sparked a quiet revolution.
Their breakthrough moment came with the launch of a ₹100 Ayurvedic soap—a bold move at a time when premium Indian beauty was virtually non-existent. It sold out instantly, challenging industry norms and proving that Indian consumers were ready to embrace quality, homegrown luxury.
Faith from the Global Stage
The defining milestone came in 2008, when global beauty giant Estée Lauder took a minority stake in Forest Essentials. But the story wasn’t one of business metrics—it was personal. Leonard Lauder himself was captivated by the brand’s ethos and its founder story. This wasn’t an investment in numbers—it was an investment in belief.
What Makes Forest Essentials Different?
- Authenticity Over Advertising: Instead of flashy campaigns, the brand built trust through quality. Every product—from pure almond oil to rose-infused scrubs—is created with rigorous care. Even vedic mantras are chanted during formulation, aligning the spiritual with the scientific.
- Women at the Core: 40% of the Forest Essentials workforce comprises women, many from rural areas, trained in both employment and financial literacy.
- Global Soul, Indian Roots: From Paris to Tokyo, Forest Essentials stands proudly on global shelves, a flagbearer of Indian tradition modernized for the world stage.
“Don’t just sell your product—sell your story,” Bedi shares. “When you believe in something deeply enough, it creates its own momentum. Investors, customers, even global brands will follow that energy.”
A Brand With Heart
Forest Essentials isn’t just about luxurious oils or beautiful bottles. At its core, it’s a story of heritage, courage, and vision—built by a family, nurtured by faith, and validated by the world. Whether it was a bold deal with Hyatt Hotels or the day their rose scrub won over Leonard Lauder, every milestone has been anchored in integrity and instinct.
As Bedi puts it, “True luxury is emotional.” And for Forest Essentials, emotion has always been the foundation—whether in the scent of a scrub that comforts a cancer patient, or the pride of seeing Ayurveda reinvented for a new generation.
Today, as India embraces its cultural legacy with newfound pride, Forest Essentials remains proof that some of the best global stories begin at home.
